Abstract
The aim was to investigate whether comparative optimism or CO (i.e. general tendency to believe that negative events are less likely to others than for self) is a compatible clue or not with adoption of preventive behaviours. Sixty-three smokers have read one and five prevention messages followed by recommendations. Presence or non-appearance of pictures (vividness) and positive or negative framing were manipulated. Five illustrated (high vividness) messages and positively framed messages showed CP (health risks were more likely for self than for others), whereas the same messages without pictures (low vividness) generated CO. Presenting five messages strengthened the relationship between CO (or CP), and behavioural intention. Presenting a single message triggered negative affects whereas five messages elicited coping response highly correlated to CO (or CP). It is valuable to present positively framed messages five times to enhance their efficacy. The role of CO within tobacco prevention is discussed.
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